poster for the exhibition 'Umbro 100'

Umbro 100: Sportswear x Fashion, a major new exhibition exploring 100 years of British sportswear curated by CREAM’s Prof. Andrew Groves and Dr Danielle Sprecher, opens at Ambika P3 on 12 April.  

Over the last century, sportswear has evolved from its functional, and sporting roots to become the daily uniform for billions of people around the world.  Founded in 1924, the British company Umbro has been central to this revolution. 

Today collaborations between sportswear companies and fashion brands are the norm, but Umbro’s collaboration with Paul Smith in 2002 marked the beginning of this trend. Since then, Umbro has collaborated with over 60 different designers and brands. 

Umbro 100 investigates how this relationship has evolved and its significance for both sportswear and fashion, using over 120 examples drawn exclusively from the Westminster Menswear Archive. 

Designers featured in the exhibition include: Kim Jones, Aitor Throup, Aries, Palace, Paul Smith, Vetements, Supreme, ALMOSTBLACK, Bikkembergs, Eliminator, Philip Treacy, Slam Jam, Factory Records, FORESOMEONE, Peter Saville, Patta, Off-White, John Smedley, Nigel Cabourn, Christopher Raeburn, Rowing Blazers, NOWHERE FC, Gio Goi, Hanon, House of Holland, KANGHYUK, New Order, Numerals, Sweet Sktbs, R. Newbold, Pretty Green, and N.HOOLYWOOD. 

Umbro 100: Sportswear x Fashion 

12 April  – 28 April 2024 

Ambika P3, University of Westminster, 35 Marylebone Road, London, NW1 5LS 

Free admission. Open 11am-7pm every day.